Veteran sports writer Jim Utter covers NASCAR for The Charlotte Observer and its racing site, ThatsRacin.com. In this space, Jim writes about all things NASCAR and other forms of racing which may also be relevant ... or not.

Saturday, February 23, 2013

If you have paid a visit to Daytona International Speedway during Speedweeks, you may have noticed a better cell phone signal – even if you are not a Sprint customer. It won’t be the last time. When Sprint signed its contract extension with NASCAR to sponsor its Sprint Cup Series, it allowed – for the first time – other cell carriers to boost their respective signals at race tracks as long as they did not engage in any marketing. Many fans have long incorrectly believed Sprint’s sponsorship allows the carrier’s signal to block those of other cell carriers. Instead, its sponsorship simply allowed it to be the only carrier to boost its signal at the track. That has now changed. "Sprint understands our desire to enhance the at-track connectivity for all our fans," said NASCAR Chief Marketing Officer Steve Phelps. “Enhancing the event experience is a key plank in our Industry Action Plan, and they were immediately supportive of making a change moving forward when we discussed it with them more than a year ago. Sprint subsequently has provided great input and assistance in the roll out of improved connectivity at tracks this season.” The contract extension – and the change – was to go into effect in the 2014 season but NASCAR and Sprint worked out an arrangement to make the change effective this season. All NASCAR tracks will now be able to offer Wi-Fi to all fans in attendance and can offer other cell carriers the option to provide the necessary equipment to boost their signal on property. Sprint service customers will continue to enjoy several premium benefits – many for free – unavailable to other customers of other carriers.